2015 Winners & Shortlists

Results and Effectiveness

- +25% Sales vs PY in the campaign period, knowing that it was launched during the low season - We reached 5.7 Brand Love Score in December 2014, the best score ever for the brand - Over 1 million cumulated views digitally - 100.000+ fans in our Facebook Page (organic growth: without paid media) - We succeeded in increasing our followers on Instagram by 100 % - 1.000.000+ impressions in our website chniatarbijtek.com - 80.000+ teens reached during the experiential - 75.000+ tarbija (nicknames) requested digitally

Creative Execution

We offered customized bottles to influential RJ’s live on air who in turn urged listeners to create their own virtual Coke. We launched the campaign theme song on Youtube and Facebook in parallel with six major radio stations. A human scaled coke was set up in the heart of Tunis, whereby we placed an interactive screen allowing users to customize a Coke and take pictures. We also launched a website where users could create their virtual coke and use it as a profile picture or cover photo on Facebook. We invited consumers to share their message with a coke through the website where they could display their message in Digital OOH at the place, date and time of their choice. Users were creative and we got a variety of messages. We also partnered with radio stations and sent their RJ’s into the streets where they encouraged people to ‘Share A Coke’ with their loved ones and arranged delivery in 30 minutes.

Insights, Strategy and the Idea

The Share a Coke campaign was based on strong culture of giving loved ones nicknames in the Tunisian market in order to get closer to the consumers and encourage them to share a coke with the ones they love. Our main target was the teens. The two main objectives of this campaign were: Celebrate the richness of the Tunisian culture of Nicknames Inspire the Tunisians to share more together The Campaign was structured on 3 main phases: 1- Create the need of customized Coke 2- Coke is creating nicknames for everyone you love - Love everyone you love with a Coke! 3- Say it with a Coke